Southern Cross Austereo

How Southern Cross Austereo drives business growth through insight - An eight year journey to audience-led

$15M in advertising revenue generated in 2017

18 point increase in NPS for the Hit Network

12 teams leverage community insights

overview

Southern Cross Austereo (SCA), the leading radio and TV distributor in Australia, connects with up to 95% of Australians each week. Across four insight communities, with over 70 member groups, SCA measures brand awareness, shifts in perception and generates actionable insight to support customer-led growth across the business.

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Fast Facts

Industry:

Media & Entertainment

Role:

Customer Experience

Sales

Use case:

Customer experience

Marketing effectiveness

Business Outcome:

Improve customer satisfaction

De-risk decisions

Business Challenge

With increased saturation in the market, SCA needed to shift its focus to ensure content cut through the noise and resonated with target audiences, allowing advertisers to get the most out of each channel.

Solution

Over eight years, SCA have continuously listened to the voice of their audience, informing over 12 internal teams with agile insight through their communities. In one example, SCA supported advertising investments by testing all stages of the campaign process, from conducting market, industry and consumer studies to creative testing, brand/sponsorship tracking and campaign effectiveness. By monetising insight generated from their communities, SCA saw over $15 million of revenue in 2017 alone.

$15M in advertising revenue generated in 2017

18 point increase in NPS for the Hit Network

12 teams leverage community insights

There's no better indicator for us of how successful our communities are at providing invaluable marketing insights than the fact that the business continues to directly profit from campaigns that we've had a hand in.

-John Musgrove, Head of Research, Southern Cross Austereo

Engaging with and utilising our communities is core to what we do and how we do it. All our key stakeholders value and prioritise our communities feedback- we couldn’t do what we do without them.